Basket of Kindness project
X5 Retail Group (
X5 Retail Group and Foodbank Rus launched the Basket of Kindness project in 2015. X5 pioneered food drives among Russian retailers, creating and promoting local food aid infrastructure. This enables customers to buy and donate food in-store to support people in need in their local communities. The project has been operating an online charity store at корзинадоброты.рф since November 2017, with over 205,000 users having visited the site so far.
The Basket of Kindness project directly responds to SDG 2: Zero Hunger. It brings together the efforts of business, NGOs and local communities to create an effective tool for providing food assistance to those in need. The project involves the creation of a charitable infrastructure based on the food drive model. Thus, the Company creates opportunities for volunteer activities and donates its own products, while partner NGOs effectively distribute the donations to those in need.
We have begun to invite various business partners to take part in our charitable activities in response to SDG 17: Partnerships for the goals. Our partners invest their resources into the project; for example, large manufacturers such as MARS, UNILEVER, Henkel, Mondelez and others donate their products to those in need as part of the Basket of Kindness.
The project is carried out through the efforts of volunteers, who oversee the collection of food donations on the territory of our stores. The Company then donates its own goods as a top-up in the amount of + 30% to the volume of collected donations, in addition to donating funds to provide the project infrastructure (logistics, warehouse space, etc.). Partner NGOs then ensure that donations are distributed effectively among their database of individuals in need.
267 tonnes of food collected and donated to people in need through Basket of Kindness scheme in 2020. During the project, more than 657 tons of food were sent to families in need, in total, since 2015, more than 156 thousand families have received food assistance in more then 70 cities of Russia. X5's Goal by 2030 — up to 30% increase of the growth rate of number of families receiving Basket of Kindness per year.
The project contains a significant educational component. Today, the Basket of Kindness provides direct access to local communities and serves as an example of transparent and effective social work. The project is also supported by innovative technologies - the FOOD DRIVE mobile app and the website корзинадоброты.рф (Basketofkindness.rf). These tools clearly demonstrate the mechanics of the project and allow any individual who wants to take part to get involved without leaving his or her home. This became especially relevant during the pandemic.
The project was launched as a pilot in one X5 hypermarket in 2015, and today it has expanded to encompass food drives at up to 1,000 stores at a time. Our Company has more than 17,000 stores in total, and we have set the ambitious goal of carrying out the Basket of Project at all of them simultaneously. We strive to help more and more people every year.
The pandemic and lockdowns in Russian cities called for tweaks to the project's implementation – in spring, an ad hoc campaign was launched on the initiative's website to buy food for people aged over 60, who were advised to self-isolate. On top of that, X5 Retail Group stepped in to deliver food to hospitals for the medical personnel working with COVID-19 patients. 79 hospitals in 17 regions and a total of over 70,000 doctors received 75.9 tonnes of food. In 2020, the Basket of Kindness project helped support animal shelters: 21 tonnes of pet food were sent to around 3,500 dogs and cats in ten shelters of Moscow and the Moscow Region, Rostov-on-Don, Kazan, Samara, and other regions.
SDGS & Targets
Deliverables & Timeline
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